A founder has the vision. A founder provides the starting point. A founder has the initial idea … but a product is more than an idea. A product is more than a website. A product is more than a transaction. A product creates a relationship that produces an experience that brings added value to someone’s life.
In the article The Science of Relationships, I asked the question:
“How can we transform advertising from a series of static touchpoints with a brand to a dynamic network of thoughtfully designed interactions that are tailored to and seamlessly blend with people’s lifestyles – creating a strong brand connection – a lifelong marriage with the brand.”
We need to start thinking about products as relationships. Every company needs a product story that clearly outlines how a relationship will be created and sustained with every person that engages in the product. Part matchmaker, part marketer, part technologist, part artist, part strategist … the product storyteller liaises between all areas of an organization to ensure to that everything being created is helping to strengthen the relationship that the product has with the consumer.
Today we are feeling the effects of not having enough product storytellers. This hinges on the fact that too many people who call themselves designers lack the fundamental skill of storytelling. Before you can communicate anything visually, you have to establish the story that your visualization or experience is going to tell.
To every designer, you need to become a better product storyteller. You need to stop focusing on the pixels and think about the plot, the people, and the product. Write more. Ask questions. Become an expert in relationships.
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December 24, 2015 at 11:45PM
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